MPC NY Teams Up with The Sherry Company to Take Tromba on a Surreal Journey

Creative Director Andrew Montague of MPC Creative has earned a coveted Young Director Award nomination, having recently teamed up with agency The Sherry Company to create a beautiful film for Tequila Tromba. ‘Tromba Journey’ is a CG adventure that follows the tequila’s production process via finely rendered floating islands representing every step between the Jalisco Mountains and the shining cities of the world.

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“This project was an exciting opportunity to tell the Tromba story and create a world and mythology around the brand itself,” explains Montague. “I wanted to capture the intimate scale of Tromba’s operations as well as their authentic approach to making tequila. By connecting each floating world to the other via a waterfall, a barrel and a plane, we could flow smoothly and follow the journey of Tromba from beginning to end.”

The Sherry Company Producer James Sherry recalls, “When we started the Tromba spot, I explained to Andrew our plan to change people’s perceptions of tequila by promoting the highlands. We talked about the culture and beautiful landscape of the region, and it was then that we formed the idea for this spot. MPC did an incredible job of bringing our collective vision to life.”

The results of the Young Director Awards 2013 will be announced during the Cannes Lions Festival.




Brand: Tequila Tromba
Spot Title: “Tromba Journey” (:30)
Date: June 2013

Agency: The Sherry Company
Producer: James Sherry

Production Company: MPC Creative
Creative Director: Andrew Montague

Managing Director: Justin Lane
Executive Producer: Justin Brukman
2D Animators: Graeme Revell, Jacob Fradkin
2D Compositors: Carl Fong, Sang Lee
3D Supervisor: Dean Robinson
3D Leads: Andres Weber, Corey Langelotti

Music and Sound Design: Silencio
Executive Producer: Gin Welsh
Composer and Sound Design: Jeremy Yang and Piers Burbrook De Vere

About MPC:

MPC is a creative studio

We craft spectacular visual experiences in any space, on any screen.

We have been one of the global leaders in VFX for over 25 years, with industry-leading facilities in London, Vancouver, Los Angeles, New York and Bangalore.

Renowned for adding visual wonder and creative expertise to the advertising, film and entertainment industries, some of our most famous projects include blockbuster movies such as the “Harry Potter” franchise, “Pirates of the Caribbean: On Stranger Tides,” “Prometheus” and “Life of Pi,” and famous advertising campaigns for brands such as Evian, Cadbury, Sony, Coca Cola and John Lewis.

Our broad range of skill-sets provide a multitude of creative solutions, including concept design, pre-viz, shoot supervision, 2D compositing, 3D/CG effects, animation, motion design, software development, digital and experiential production, colour grading for advertising and any combination of these services.

MPC is the sum of the parts: creative partners and a range of creative solutions harnessed through a dedication to collaboration. It all comes together in our enthusiastic and talented people, working every day to be a part of creating some of the best and most inspirational work in the industry.

MPC is a Technicolor company.